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尽管已有研究探讨了绿色广告诉求对消费者绿色购买意愿的影响，但未充分考虑绿色产品的典型性类型，导致绿色广告诉求无法有效传达不同典型性类型绿色产品的独特价值。鉴于此，文章立足于典型性分类视角，探讨绿色广告诉求方式与绿色产品典型性类型的交互效应对消费者绿色购买意愿的影响。研究发现，对于典型性绿色产品，理性(vs.感性)广告诉求更显著地提高了消费者的绿色购买意愿，消费者功能一致性感知在其中起中介作用；而对于非典型性绿色产品，感性(vs.理性)广告诉求则更有效地增强了消费者的绿色购买意愿，自我一致性感知起中介作用。此外，文章还证实了消费者环境卷入度的调节作用。结论为优化企业绿色广告策略提供了理论指导。
Abstract：Although previous research has explored the impact of green advertising appeals on consumers'green purchase intentions,it has often overlooked the typology of green products,leading to an ineffective communication of the unique value of different types of green products.In response,this study adopts a typological perspective to examine the interactive effects of green advertising appeal types and product typology on consumers'green purchase intentions.The findings reveal that,for typical green products,rational (vs.emotional) advertising appeals significantly enhance consumers'green purchase intentions,with functional congruence perception playing a mediating role.In contrast,for non-typical green products,emotional (vs.rational) appeals are more effective in boosting green purchase intentions,with self-congruence perception serving as a mediator.Additionally,the study confirms the moderating role of consumer environmental involvement.These findings provide theoretical insights for optimizing corporate green advertising strategies.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.04.003
中图分类号:F713.8;F713.55
引用信息:
[1]崔登峰,廖雨婷,王海忠.绿色广告诉求与产品典型性交互效应对消费者购买意愿的影响——基于形象一致性的双路径机制[J].商业经济与管理,2025,No.402(04):40-55.DOI:10.14134/j.cnki.cn33-1336/f.2025.04.003.
基金信息:
国家自然科学基金地区科学基金项目“环境、社会和治理(ESG)表现对企业韧性的影响研究”(72362030);国家自然科学基金重点项目“经济转型与国际化背景下品牌建设的理论创新研究”(71832015)